The 'See What Happens When You Play With Barbie' Campaign

By: Katherine Vong - Published: Feb 11, 2012 • References: barbiewow & brandingmagazine
To celebrate Barbie has a style icon, Mattel is launching an interactive campaign called 'See What Happens When You Play With Barbie.' The initiative is all about the world of Barbie -- more specifically, Barbie's closet of endless outfits and fashions -- that little girls will get to explore.

The 'See What Happens When You Play With Barbie' campaign includes a commercial directed by Floria Sigismondi that showcases Barbie's Dream Closet as well as the doll's fashionable dream world, an all-pink cloud with glittery pink shoes and purses. Along with the commercial, Mattel will unveil a real 9,000-square-foot, two-storey Dream Closet complete with jewel-encrusted doors and filled with Barbie outfits at the Lincoln Center for New York Fashion Week. Here, visitors will be transported into Barbie's high-tech wardrobe, which features augmented reality mirrors that show you how Barbie's most iconic and fabulous outfits would look like on you. Stats for Fantastical Doll Wardrobes Trending: Older & Average
Research: 14,919 clicks in 223 w
Interest: 3.1 minutes
Concept: See What Happens When You Play With Barbie
Related: 75 examples / 58 photos
Segment: Females, 4-18
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